The use of social media in marketing has exponentially grown by creating an instrumental ground in advertising. This form of marketing can be very different from the traditional ways of creating PR as a result of the nature in which the intended information is conveyed and received. Social media marketing can be beneficial if used ethically and productively. However, it can also be destructive if a variety of associated factors are not taken into consideration. This paper aims at reflecting on a variety of social media blunders and success stories. The paper will also choose a specific example of a blunder and address how a company can strategically position itself to achieve success despite the mistake.

When companies are creating social media marketing campaigns, they should keep in mind that they intend to attract a given audience. The wrong choice of strategies in marketing an idea or a product using social media can lead to blunders. These blunders can destroy the reputation of the idea or product as well as that of the organization. In the contemporary world, there are a variety of companies that have found themselves in the list of social media fails. One of the most famous companies with such marketing blunders is Starbucks. In their Blonde Espresso advertisement, the wording and the message of the marketing campaign are confusing. Secondly, the New York Times is known for its top publishing in the world. However, this media house found itself in the social media blunder list when it published an article with errors. The article “Trump’s Exaggerated and Misleading Claims on Trade” was edited with several mistakes and later released to the company’s social media pages. This made it an easy target for criticism. This made it one of the biggest marketing failures in the contemporary world. Lastly, the Dove brand of cosmetics was also under criticism when one of its products was advertised on Facebook in a somewhat exaggerated manner. The marketing campaign was created in a way that it seemed to transform a black woman to white.

Besides having blunders, social media can also result in success stories as far as marketing is concerned. Some organizations have achieved their goals through successful social media campaigns. Their success can mostly be attributed to the careful selection of the marketing platform and the target audience. One major company that has achieved success through social media marketing is Zappos. This brand has proved the worth of Twitter by becoming a top online shoe store in America. The “Check-in” marketing campaign by Domino’s Pizza also helped the company raise its profits by over 29%. Starbucks is another company with a success story as far as social marketing is concerned. The “My Starbuck Idea” helped the organization create an interactive platform aimed at helping it get consumer feedback. Also, Dunkin Donuts increased its sales significantly using platforms like Facebook and Twitter to market its products. Last but not least, the Nike brand has also been on the headlines as a social media marketing beneficiary by using creative hashtags.

When organizations make blunders, there are strategic remedies that can be applied to save the company for failing. The company can achieve success when such remedies.

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